We are pleased to announce that Norman Samuels has joined the AutoPlay team in the newly created role of Dealer Solutions Specialist. Norman brings with him an in-depth digital industry knowledge and a strong customer empathy and he will be a great addition as we keep growing our New Zealand based customer facing team.
Many of you may recognise Norman from his time at Trade Me. With extensive experience in the industry Norman understands many of the challenges dealers face and will take a leading hand in our Customer On Boarding and Training programmes.
You can reach Norman via email@example.com or call us on (09) 361 1505
With February being a short month, it was always likely that activity would be down on a full 30/31-day month. As it turned out whilst Test Drives decreased by 9.6% and Sales recorded decreased by 12.5%, leads generated by kiwi dealers actually increased slightly by 3.9%.
The top 3 sources of Leads for AutoPlay customers we the same in February as in January, however the order changed with leads generated by the ‘Brand’ increasing by 48.2% from last month, and ‘Web – Dealer’ leads increasing by 20.9% from January to February.
In line with the overall number of Test Drives decreasing by 9.6%, the top 3 sources of Test Drives also fell in February. ‘Web – Dealer’ continued to be the number one source of Test Drives but last month’s 20.9% increase was wiped out with a 19.2% fall in the number of Test Drives from this source. Similarly, after a 21.9% increase in January, February saw Test Drives from the ‘Direct’ source decrease by 22.2%. ‘Brand’ retained the 3rd spot but also decreased by 11.3% from January. Whilst the short month can account for some of the decrease in Test Drives in February, March should see a rebound due to the solid number of leads being captured by kiwi dealers.
‘Web – Dealer’ continues to be the main source of Sales for kiwi dealers yet decreased by 23.7%. ‘Repeat’ was fairly stable but decreased by 3.2% and Sales from ‘Web – Classified’ decreased by 12.3%.
Check out next month’s article to see which sources account for the most Leads, Test Drives and Sales in March 2018.
AutoPlay’s focus over the first few months of 2018 has been rebuilding the AutoPlay Studio in HTML to enable it to work on Android and Windows devices as well as in other browsers such as Chrome and Firefox. Despite this focus we found a few spare moments to sneak in a couple of small improvements to our existing iOS and Desktop applications.
If you have any questions about the latest release please contact firstname.lastname@example.org
Contact Support@autoplay.co.nz to order your own managed services Test Drive Kiosk
How well does your dealership use Sales Pipeline?
Within AutoPlay there are numerous ways managers can measure how their team are performing. From their success against targets for Leads, Test Drives and Sales through to their conversion performance against industry benchmarks. But how do you currently measure your dealerships usage of the Sales Pipeline? We have reports for this as well but with all the data available at your fingertips how do you weight one metric against another? You need to take a holistic view of the key metrics to really see the full picture.
Why measure usage metrics?
In a sales-centric environment like car sales, it’s tempting to focus solely on performance metrics like leads, test drives, sales, conversion figures and performance against targets. After all why do you care about how well a user is using the software so long as they are pushing tin – surely that’s AutoPlays problem?
And you would be right, one of the main priorities for AutoPlay is ensuring that our customers are using the software to get all the advantages that come with this, rather than just ticking boxes because they have to. However it should also be driven from the dealership side for many reasons. When the good times come to an end the diligence shown around lead management will set up sales people to maintain their levels of success.
Moreover, a rogue salesperson who sells well but doesn’t manage their leads will inevitably create a wake around them. It creates more work for Managers and if they leave the business it’s impossible to handover to a new staff member.
Most importantly even the best performing sales person can always do better. Unless your conversion to sales is at 100% there should always be room to focus on improving performance – and one of the easiest ways to improve performance is to drive the key metrics that underpin success.
How do I measure usage?
The first step is to determine what the key metrics are for usage. It is about more than just the number of logins, leads, test drives or sales loaded. The following 5 metrics are key to establishing good habits and maximising lead management.
1. Lead Source %
How effective is your dealership at capturing the details of where your leads are coming from? Tracking the lead source is one of the easiest things to achieve, yet is commonly an area where even good salespeople let themselves down. Part of this can be attributed to not seeing how capturing this info can have a direct effect on their own personal bottom line – the obvious answer being that understanding the most profitable marketing channels will help the dealership make decisions to generate the most leads, for the least cost. More leads equal more sales opportunities which can only be a good thing.
How to weight: Score/20
(% of leads with Lead Source x 20 points)
2. Overdue + Stalled Leads #
Is your dealership letting leads fall through the cracks, or are you keeping up to date? If nothing else, the key focus for any salespeople is to keep their leads in the Now or Future date ranges. If leads are falling into Overdue or Stalled then they are not being managed well. The goal should be to have zero leads in Overdue or Stalled.
How to weight: Score/20
(20 points for zero Overdue/Stalled. – 0.5 points for any lead at Overdue or Stalled)
3. Awaiting Action #
If you don’t respond to leads quickly and efficiently then no amount of good lead management practices will win you these customers back. It’s vital your salespeople move leads through the road-to-a-sale and don’t leave them languishing at ‘Awaiting Action’.
How to weight: Score/20
(20 points for zero Awaiting Action. – 0.5 points for any lead still at Awaiting Action)
4. Average Data Capture %
Is your sales team making sure to capture the customer info required to follow-up? For most dealerships they are not converting 70% to 80% of the leads the dealership receives. If you don’t capture customer details it makes it hard for the dealership to remarket to these contacts who have not resulted in a sale. Score at Meet & Qualify stage to account for throwaway web enquiries that never progress beyond an initial reply.
How to weight: Score/20
(% of data captured for contacts at Meet & Qualify stage and beyond x 20 points)
5. Close Reason %
When closing leads as lost is your sales team recording a reason for the lost lead? Creating a discipline around qualifying “lost” leads not only helps isolate the reasons customers are not buying, but also forces salespeople to pay attention to how they close leads in order to open up more remarketing opportunities down the line.
How to weight: Score/20
(% of leads closed lost with reason x 20 points)
Using this process to gauge your performance out of 100 will help dealerships attribute their overall usage of AutoPlay to one easy to digest single score. From AutoPlays side we are in the very early stages of planning out a Dealership Score for our AutoPlay reporting suite. If you have any questions about these metrics or feedback on how you measure usage please hit us up at email@example.com
The rebuild of our Desktop Studio has now been going 4 weeks and we've made some great progress towards getting the structure and skeleton of the new system built out. Over the coming months we'll continue to update you all with our progress. For the moment check out the highlights from the first month of development.
1. NEW LOGIN SCREEN & PASSWORD CONTROL
The first step for this project was to create the basic structure that will allow our users to login. We've rebuilt the login page on the new application to work with a wider range of browsers and devices. That means that when the new application is released users will be able to login using IE11+, Edge, Chrome, Firefox, Safari (Mac & iOS), Opera browsers instead of just Internet Explorer. They would also be able to login using Android tablets and smartphones and not just Desktop and iOS.
2. PASSWORD RESET EMAIL
We've restyled the password reset email to match all AutoPlay branding, as well as cleaned up the email design and content to help users who have multiple accounts know which password they are resetting.
3. RESET PASSWORD WEB PAGE
Like the password reset email we've rebranded the Reset Password web page to bring it in line with the look and feel of all the other AutoPlay applications. The new page also features a count of the number of characters entered, as well as a rating on the strength of your new password - all designed to make it more user friendly for users resetting their passwords.
4. RED APPLICATION HEADER MENU
We've restyled the header menu to work on all devices. We've also created a new 'Profile' menu located at the top right corner of the screen. The 'Profile' menu features some commonly used screens such as My Details and the Logout button. We've made these changes to make these screens more accessible to our customers.
5. MAIN LHS NAVIGATION MENU
We've also rebuilt our main navigation menu as part of this project. If using a smartphone or tablet the menu will automatically snap shut to give users the maximum screen space, whilst on Desktop screen sizes the navigation menu will remain open to take advantage of the extra screen real estate available. Additionally when each section is opened (i.e Emails, Contacts or Sales Pipeline) it will automatically collapse the other sections - saving a lot of scrolling from top to bottom of the screen.
The first month of the year is done and dusted, and with it brought a return to normalcy in the volume of leads, test drives and sales captured by AutoPlay customers (approx. 80% of the franchise market by volume). Where December saw a lull in the number of leads captured, January has returned to normal levels which have resulted in big increase across the board - leads increased by 17.3%, test drives by 15.7% and sales by 16.5% December 2017 to January 2018.
Leads captured increased across all sources with the ‘Web – Dealer’ source increasing by 22.4% from December to January and regaining the top spot as the most common source of leads for kiwi dealers. ‘Web – Classified’ slipped from first to second but still increased by 13.6%. After a 33% decrease in December, brands rebounded and the number of ‘Brand’ leads increased by 41.9%.
In January ‘Web – Dealer’ increased by 20.9%, ‘Direct’ increased by 21.9% and ‘Brand’ increased by 21% - knocking ‘Web – Classified’ off the number 3 spot. As leads decreased in December there likely wasn’t a huge number of December created leads waiting to be converted in January to test drives – showing that many of the leads generated in January are being closed the same month.
In December 2018 the ‘Brand’ source was the only lead source to buck the trend and experience an increase in sales from November to December. In January big increases in sales generated from ‘Web – Dealer’ (up 41.2%), ‘Web – Classified’ (up 19.6%) and ‘Repeat’ (up 23.4%) saw the ‘Brand’ source disappear from the top 3 sources of sales. In particular sales from classified sites jumped back into the top 3 – helped by the fact that in December 6.8% more test drives were captured from sites like Driven, Autotrader and Trade Me.
Make sure to check out next months issue of The Playbook to see how leads, test drives and sales by source changed in the month of February.
AutoPlay are pleased to announce a partnership with Customer Radar. Customer Radar allows your customers to provide feedback quickly, easily and directly.
HOW DO CUSTOMER RADAR SERVICES WORK?
VISIT https://www.customerradar.com/ TO FIND OUT MORE ABOUT CUSTOMER RADAR.
WHAT IS NPS (NET PROMOTOR SCORE)?
The NPS is a globally recognised management tool that is used to gauge the loyalty of a businesses customer relationships. Knowing that promoters churn less means you can invest more in creating an amazing customer experience that turns more 'Passives' and 'Detractors' into 'Promoters'. Detractors are your biggest headaches. Work on reducing the percentage of defectors to improve your NPS and grow your business.
WHY DO I NEED TO BE WORRIED ABOUT MY NPS SCORE?
- 96% of dissatisfied customers don't complain. For every 1 complaint you know, there are potentially 25 others that haven't complained.
- 66% of consumers who switched brands did so because of poor service
- 85% of customer churn due to poor service was preventable.
- 11% of customer churn could be prevented by simple company outreach.
- 67% of customer churn is preventable if the customer issue was resolved at the first engagement.
- Customer-centric companies are 60% more profitable compared to companies that are not focused on the customer.
- Research shows that 55% of consumers are willing to pay more for a guaranteed good experience.
- 86% of consumers are willing to pay more for an upgraded experience. Air travel and hospitality are examples where upselling better experiences can generate incremental revenue and bolster customer loyalty.
- 84% of consumers are frustrated when the agent does not have information.
- Customer frustration leads to the following: 13% tell 15 or more people if they’re unhappy. Conversely, 72% of consumers will share a positive experience with 6 or more people.
- 67% of consumers site bad experiences as reason for churn.
- 50% of customer experience natural occurring churn every 5 years.
- Only 1 out of 26 unhappy customers complain. The rest churn. A lesson here is that companies should not view absence of feedback as a sign of satisfaction. The true enemy is indifference.
- 91% of unhappy customers who are non-complainers simply leave.
- It is 6-7X more expensive for companies to attract new customers than to keep existing customers.
- 65% of companies are able to successfully upsell or cross-sell to existing customers.
- Only 12% of companies are able to successfully upsell or cross-sell to new customers.
- 75% of brands do not know what engagement means - but are measuring “it”
Contact firstname.lastname@example.org to find out more about Customer Radar services, pricing and how to sign up.
What would a new year be without a "trends for 2018" article? To save you time reading them all we've scoured the web for all the best trends the experts are saying will be big in 2018.
Mobile will dominate digital interactions
71% of all digital interactions occurred on a mobile in 2017 and this is only likely to grow in 2018. In the US this means not only mobile responsive sites, but also mobile apps.
· 66% of people use mobile apps
· 41% are likely to download a dealer or manufacturer app as part of their pre-purchase research
· 36% find manufacturer apps useful in making a decision
Local searches are vital
Most car shoppers are searching for information on their local dealerships including;
· 54% search for business hours
· 53% search for directions to their local store
· 45% search for availability of product at a local store
Video will be the biggest disruptor
Video marketing brings the highest ROI and 4x as many customers would rather watch a product video than read about it (Rebixit, 2017). Social video sharing is predicted to be very impactful with 69% of people watching Youtube when buying a car reporting they were influenced by it (J&L Marketing, 2017). It’s reported 1 in 3 online visitors watch car videos at least once a month (Izmocars, 2017).
VIN specific campaigns
In the US they refer the them as “VIN specific campaigns” but you might not recognise them by that name. These adverts are vehicle inventory specific adverts that display on Facebook and other websites after someone visits your website and views the content. The adverts are highly relevant which generally translate to better results. After three months, dealerships experience an average 41% increase in clickthrough rate (J&L Marketing, 2017).
Voice Optimised Search becomes a thing
In 2015 over 20% of online searches were conducted by voice search (Search Engine Land, 2017). By 2020 it is predicted this will increase to 50% due to services like Siri, Google Voice, Microsoft Cortana and Amazon Echo Alexis (Entrepreneur, 2017). In 2017 marketers will start to focus more on voice searchable content – meaning more full sentence answers and conversational copy.
Digitise the car buying process
Increasingly car manufacturers are taking advantage of technology to introduce digital aspects to point of sale such as Virtual Reality (VR) and Augmented Reality (AR). Overseas retail space can be scarce or costly so it is not unusual to see dealerships with only a handful of cars on display and supported by digital selling tools like vehicle configurators and 360-degree explorers – the new Audi Virtual showroom in London (Entrepreneur, 2017). In NZ we’ve seen large format digital screens in airports and shopping malls for a few years now and this is only expected to grow as technology becomes even more entwined in our lives.
Facebook Marketplace launched in October 2016 and overseas there has been a large up swell in the dedicated vehicles category. In late 2017 Facebook announced further improvements in the US with used car values pulled from Kelley Blue Book, and inventory listings from Edmunds, Cars.com, Auction123, CDK Global and SocialDealer and expanding search options to include transmission and vehicle types (The Verge, 2017). When customers show interest in a dealer-listed car on Marketplace they are prompted to contact the car dealer directly via the Facebook Messenger App – giving car dealers a new tool to speak with potential customers on a one-on-one basis (Stuff, 2017).
Ah good ol’ new year’s resolutions. Most of us set them……and unfortunately most of us don’t follow through. Despite this there’s nothing wrong with a little self-improvement. A recent newspaper article stated that after 4 years of record growth in new car sales, 2018 is likely to be a flat year for kiwi dealerships. With that in mind now’s the perfect time to think about how you currently utilise AutoPlay, and set some new year’s resolutions about the role AutoPlay will play within your dealership in 2018.
1. I WILL BE BETTER AT TRACKING MY LEAD SOURCES AND CAMPAIGNS
Some dealerships are fantastic at tracking the source of their leads and the campaigns that generated them. These dealers have a fantastic understanding of how both their own, and their brands marketing is affecting in dealership activity (not just sales!). On the flip side if you are only capturing lead sources for 50% of your leads then you are only seeing half the picture. Capturing lead sources and campaigns is easy and as of 17.4 you can now hide sources you don’t want to see. In 2018 managers need to take control of this process to ensure their sales teams are capturing this valuable info. Some AutoPlay clients make it part of sales KPI’s for their team, whilst others simply make the fields compulsory. However, it’s achieved, one of your biggest lead management goals for 2018 should be to increase the rate at which you are capturing Lead Sources and Campaigns.
2. I WILL IMPROVE MY UNDERSTANDING OF THE AUTOPLAY REPORTING SUITE
Besides improving accuracy and efficiency across dealership processes, one of the real cherries on top of the AutoPlay pie is the huge amount of reporting we make available to dealerships at no additional cost. AutoPlay reports are designed to be easy to understand and digest, however like anything gaining true understanding requires work. In 2018 whether you are a salesperson, sales manager or dealer principal you should focus on really understanding some of the data at your fingertips. If you already have a basic understanding of AutoPlay reports then your focus should be on understanding what that data means. An example of this is knowing that 50 leads in awaiting action is likely to translate to 25 Test Drives and 10 Sales at your normal rates of conversion. This represents the next level of understanding over your reports which can help take performance and decision making to the next level.
3. I WILL TAKE ADVANTAGE OF THE TOOLS I HAVE ACCESS TO
As a rule, most dealers use AutoPlay Sales Pipeline well – capturing leads, scanning driver’s licences and business cards and completing digital Test Drive, Appraisal and Write Up forms. With AutoPlay we don’t charge per lead entered, or per form completed. Most of our services follow a ‘fill your boots’ model – meaning users can really focus on taking advantage of the tools available to them. One aspect that can yield real benefits is the new Live Leads process which makes it easy to build a database from your captured leads, and automatically funnel any resulting follow up activity back against the customer and lead in the Sales Pipeline. AutoPlay will typically send one of these emails on behalf of each dealership who wants it, however we place no limits on how many Live Leads eDM’s each dealership can send if they create and manage the campaigns themselves. As the emails are templates with your branding and vehicle videos it’s incredibly easy to build these emails. If you are not taking advantage of this already jump on board.
4. I WILL MANAGE MY OVERDUE & STALLED LEADS
One of the most common issues we see at dealerships is their response to Overdue or Stalled leads. Overdue leads are those that were due for action -3 to -20 days ago but have not been diarised forward yet. Stalled leads are more than 21 days overdue without being diarised forward. These leads are easily filtered to and management is alerted via Daily Health Checks and other reporting. However, what we commonly see is dealerships paralysed by fear when it comes to this data. For some reason many dealerships see huge value in their Overdue or Stalled leads and seem unable to make the decision to close the leads as lost. It sounds redundant, but there is no value in these leads unless you action them. There are several approaches to handle Overdue & Stalled leads.
a. Allocate them to another salesperson – nothing is more effective at motivating salespeople to update their system than threatening to give those leads to another, more motivated salesperson. You can do this individually or in bulk using the ‘Bulk Allocate’ function.
b. Close the leads as “Lost” – you don’t need to be scared of the word “lost”. In AutoPlay’s context all “lost” leads are still visible in the Sales Pipeline and can be easily found using the search filters. Closing leads as “lost” helps keep your dashboards manageable.
c. Use AutoPlay Live Leads to retarget these Overdue or Stalled Leads by emailing them with Live Leads. You can do this by selecting Close Lost if you had previously do so, or alternatively you can use the other filters to isolate these Overdue or Stalled Leads. If the customer is still in the market the lead will be updated accordingly – saving time communicating individually with customers who may be more than 6 months overdue.
5. I WILL USE THE CALENDAR EFFECTIVELY
The calendar built into the Sales Pipeline enables users to diarise leads forward for future follow up. As the default AutoPlay dashboard is set to only show activity due in +/- 3 days, this means that you only see the leads you need to be focussing on right now. A good habit to get into at the end of handling each lead is treat the Sales Pipeline like your manager - tell us where you got to, and what you are going to do next. In practice this means updating the Lead Progress, then setting a Calendar event for follow up. This serves multiple purposes;
a. Keeps your Dashboard clean and makes finding leads easier
b. Minimises the number of leads falling through the cracks into Overdue or Stalled and being forgotten about
c. Ensures the Morning Meeting Report contains accurate information about what is happening within the dealership
d. Ensures the Overdue Lead Report and Daily Health check provide management with an accurate reflection of salesperson activity
Sticking to these 5 new year’s resolutions can be an effective way to get better at using the AutoPlay Sales Pipeline, however they are not the only ways to make positive changes. We encourage all our customers to sit down, review their own usage and commit to 5 of their own lead management resolutions. If you have any questions about AutoPlay products & services, or wish to book training you can contact AutoPlay on email@example.com
Latest news from AutoPlay